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CATSKILLS/DELAWARE WATERSHED
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NY2O isn’t your typical bottled water.
Cats
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It’s captured in its purest form,
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before it passes through the aging pipes of private homes and buildings. NY2O travels more than 100 miles
CROTON WATERSHED
through the Catskill Mountains in a massive aqueduct exclusively for New York City and is collected near the Kensico Reservoir about 30 miles
KENSICO DAM GREENBURGH
north of Manhattan before it touches the City.
888 NY2 0111 ONE CITY. ONE WATER. WWW.NY2O.COM
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To retain the unique flavor, mineral content and pH, but also to remove
AIR PURIFICATION
any trace impurities, NY2O undergoes a rigorous multi-step filtration process. The result is NY2O – Premium water
5 MICRON FILTRATION
that is actually better than the best water in the country. 1 MICRON FILTRATION
NY2O is Pure New York. 1 MICRON REPEATED
ACTIVATED CARBON FILTRATION
0.5 MICRON FILTRATION
OZONATION
888 NY2 0111 ONE CITY. ONE WATER. WWW.NY2O.COM
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!"#$%&'()*+ New Dutch Water Corp. is a New York family-run enterprise. Led by brothers Elias and Hiche Slubski, the family’s passion for New York water began more than 25 years ago while on annual holidays to Florida. During these family gatherings away from home, conversation, especially around the dinner table, often revolved around the difference between New York City water and the water everywhere else. The family agreed that food – specifically bagels and pizza – tasted better back home. The Slubski family, like many New Yorkers, became convinced this was because of the water and so began their quest to bring that water, that secret ingredient, to the masses. The family challenged themselves to capture the authentic taste and spirit of New York and make it available to New Yorkers near and far, as well as travelers missing Manhattan and dreamers who simply want to experience the City.
888 NY2 0111 ONE CITY. ONE WATER. WWW.NY2O.COM
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!"#$%&''()'#*) NY2O is firmly committed to preserve the environment and its precious resources. The company encourages recycling and advocates for the expansion of “Bottle Bill” deposit legislation to include bottled water. The California think tank, Container Recycling Institute (CRI), observes that less than ¼ of all water bottles are recycled. By promoting such legislation, container litter can be reduced by as much as 84%. Not only will it save millions of dollars, it can help save our eco-system. NY2O is also bottled locally to keep a low carbon footprint which minimizes waste.
888 NY2 0111 ONE CITY. ONE WATER. WWW.NY2O.COM
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!"#$%&'()*+,-./#-(( 1 liter bottle Q1 2010 We will give our customers the option to purchase from two of the most popular single serve ready –to-drink sizes today that will satisfy male and female consumers. This will also allow us to cross promote with both packages alike and penetrate more retail real estate.
Multi-packs Q2 2010 We will be ready to capture the consumer that purchases for future consumption. This will also allow us to penetrate more retail space both cold and warm. Moving forward, we will fulfill mainstream multi pack needs and also look at creative opportunities to meet retailer and consumer needs.
Enhanced Waters Q3 2010 Currently under development.
888 NY2 0111 ONE CITY. ONE WATER. WWW.NY2O.COM
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!"#$%&&'()*+,)The mass market for premium brand water has been stagnant and lacks innovation. New Dutch Water Corp. and its distributors are poised to take advantage of this opening and fulfill the consumer need for a premium iconic brand, NY2O.
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Product ready to be distributed
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Various open distribution channels
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No known new potential brands
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Branded image consistent with consumer trends
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Product offers superior taste
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Still “affordable” for the target market
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Leveraging NYC brand
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Advocate for increased recycling efforts
888 NY2 0111 ONE CITY. ONE WATER. WWW.NY2O.COM
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!"#$%&'()&*+(,$-./01 •
Family owned and run
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Product carefully developed over last two years
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Niche product with a growing market
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Product backed by creative and comprehensive marketing plan
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Strong sales force
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Product line expansion currently under development
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Great-tasting iconic product from NYC with instant recognition
This is the story of one city. This is the story of one water. This is the story of one family. This is the story of one incredible opportunity…
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!"#$%&''$()* Multi-media marketing efforts will introduce the product to consumers in targeted areas. NY2O will reach consumers through printed media including outdoor ads and local publications. NY2O will also utilize non-traditional advertising – point of purchase displays, restaurant signage and promo items, viral campaigns as well as on-site tastings in key locations.
888 NY2 0111 ONE CITY. ONE WATER. WWW.NY2O.COM
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!"#$%&''$()* Promotional Opportunities event sponsorships, street giveaways, product placements, media reviews
Targeted promotional opportunities will coincide with Blitz team presence. NY2O will support distribution and volume crew drives in certain focus periods with a team of trained part-time NY2O Ambassadors. We will work with distributor management to target geographical/demographical areas and channels.
Point-of-Sale Materials posters, case stackers, neckties, danglers, static clings, shelf talkers, easel cards
(+#$,-*./$(+#$01*#2/
888 NY2 0111 ONE CITY. ONE WATER. WWW.NY2O.COM
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!"#$%&$'()*#"'+),#The premium water market is projected to grow at a rate of 10% (Source Beverage Marketing 2007 Import Brands)
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Premium water is the strongest segment in the market with the highest profit margins and largest growth.
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The mass premium is the fastest growing segment in the bottled water market.
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Trendiness is on the rise with people wishing for something “better.”
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Increasing presence of premium brands in popular culture (product placement in movies, popular TV shows). SEGMENT DOLLAR GROWTH 2007 VS 2008 % CHANGE
PREMIUM WATER SALES REMAIN STRONG
MASS PREMIUM
VALUE BRAND
MAINSTREAM
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!"#$!#%& Along with key members of our family, NY2O has attracted accomplished industry professionals to lead its marketing and sales efforts. Experts in their field, branding responsibilities are lead by the award-winning Soma Creative and WriteCause Creative. Our sales team dedicated to the product launch is led by Mike Wylie – Mike has ten years of DSD experience with companies such as Arizona Beverage, Wylie’s Beverage (Atlanta), Southeast-Atlantic Beverage and most recently Gold Coast Beverage Distributors. He has held various positions in the Atlanta/South Florida Market that include: VP of Sales/Marketing, General Sales Manager Miami, Director of Cold Drink Fla, Ga., Regional Sales Manager and most recently Territory Sales Manager. “One of the attributes that new brands fail to unveil in their launch presentations is the human element. Not NY2O! We not only are delivering a tremendous product, but a team that will support their distributor and retail partners day in and day out.” NY2O will also have a team of Business Development Managers with expertise in both off and on-premise segments to support geographic expansion.
888 NY2 0111 ONE CITY. ONE WATER. WWW.NY2O.COM